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The extreme agricultural initiatives

A short animated film that impresses not with technical finesse but with lovingly drawn illustrations.

Date

2020

Client

science industries

Category

Erklärfilm

01 The challenge

The two agricultural initiatives that were put to a vote in the summer of 2021 have been highly polarizing. The trade association Scienceindustries wanted to motivate citizens with a short animated film in the run-up to the vote to critically examine the negative consequences of a possible adoption of these initiatives and to reject them accordingly at the ballot box.

To show the voting public (especially opinion makers such as journalists, politicians, scienceindustries members) that the two agricultural initiatives are extreme and that regional food would be endangered. Target audiences to understand that the initiatives do more harm than good and reject the two initiatives.

02 The solution

In close collaboration with Scienceindustries, soma has realized a cost-effective animated film. In the simply designed animated film, the tangible arguments against the adoption of the two extreme agricultural initiatives are lovingly and visually memorable.

The aim was to communicate the sober, clear facts as simply as possible and to appeal to the common sense of the Swiss voters.

03 The result

Instead of self-congratulation, here is the feedback from client Sabrina Ketterer, responsible for communications at scienceindustries:

This is how I experienced working with soma?

The collaboration was characterized by an open, creative, pragmatic culture. The wishes from our side were responded to quickly and professionally.

On these points, did the video meet the objectives?

The explanatory video by soma as well as the content for the newsletter and social media perfectly complemented the campaign of IG Pflanzenschutz. The main arguments against the initiative were briefly and clearly explained in the video and illustrated with pictures. The call to those eligible to vote, to vote no twice, was pointed out clearly at the end, without pointing fingers. The final goal was achieved: both agricultural initiatives were rejected.

What specific numbers did the video reach?

Youtube: 3161 views Twitter (various tweets); 1082 impressions, displayed 171 times Linkedin (various posts): 6299 video views, 24839 impressions Campaign newsletter in German and French to our members, politicians, journalists, authorities, partners: sent to approx. 3145 people, opening rate approx. 25% (approx. 816 people)

The explanatory video by soma as well as the content for the newsletter and social media perfectly complemented the campaign of IG Pflanzenschutz. The main arguments against the initiative were briefly and clearly explained in the video and illustrated with pictures. The call to those eligible to vote, to vote no twice, was pointed out clearly at the end, without pointing fingers. The final goal was achieved: both agricultural initiatives were rejected.

Sabrina Ketterer

Communication, scienceindustries

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